Multidisciplinary Perspectives on Media Fandom

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Leisure time today is driven by fandom from sports fans to comic collectors, gamers, and cosplayers. Fandom has developed into a self-identifying social construct researchers are still attempting to understand. While some fandoms such as cosplayers are still developing, other fandoms, for instance the secondary sports fan, have been completely ignored. Fandom is an important facet in today’s society with such enthusiasm and support shaping not only the fan but also society at large.

Multidisciplinary Perspectives on Media Fandom is a pivotal reference source that provides vital research that reviews some of the most exigent facets of today’s fandom and highlights understudied cultures of fandom as well as emerging intricacies of established fandom. While promoting topics such as esports, influencer culture, and marketing trends, this publication explores both qualitative and quantitative approaches as well as the methods of social science and critical perspectives. This book is ideally designed for marketers, media strategists, brand managers, consumer behavior analysts, researchers, academics, and students.